I published “My 3 words” for the first time back in 2015 and while I missed a couple of years, I did get back to it last year. Given my career changes this past year, I felt it more important than …
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Why detailed B2B buyer personas make a winning content strategy
A lot of B2B content ends up being ‘audience agnostic’: written to appeal to multiple roles or verticals for efficiency’s sake or because target B2B buyer personas haven’t been defined. While this may …
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How a B2B content framework helps you tell better stories every time
We all know stories are powerful. They not only engage the audience but help them remember more. That’s why storytelling is so critical to your B2B content. Telling stories rather than simply …
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Know how to set clear goals for more B2B content success
How can you know if you are achieving B2B content success? What does success look like for your business, in your industry? There’s a dizzying array of metrics you could track, in fact there are too …
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Four B2B content planning pitfalls you really need to avoid
Let’s be honest. How many B2B content planning to-do lists start with “publish one blog a week” and end with “do a video series on X” — “oh, and maybe a webinar, too”? Many organizations seem to …
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Marketing with focus: A better approach for B2B results
B2B technology marketing organizations, both large and small, continually struggle to scale their capacity so they can deliver on more and more tactics. They increase their budget, hire additional …
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